The analysis of advertising campaigns is crucial to know their success, so it is necessary to know how to measure the follow-up of calls and the ROI of each one. In this way, you will be able to identify both the calls from potential clients and the return on investment you obtained.
Many companies, with the advancement of new technologies, have totally left conventional channels aside, as is the case with telephone calls. There is a serious error. If you have a deal and have a contact number, please decide that you offer another means by which customers can contact you.
ten in mind that call tracking platforms have the ability to associate a lead with a specific campaign. In addition, they will provide information related to the time of the call, duration, identifier, geographic location and the last page visited before the call.
But to know if your campaign is really effective, you need to look at call tracking and ROI. Two metrics that, without a doubt, will help you to know more in depth the performance of your work since it is not giving the expected results.
Call tracking and ROI: concepts to consider
To introduce call tracking and ROI into your analysis, it is essential to have a deep understanding of what they are and what they represent. This will give you the possibility to understand the role they play when it comes to showing you the results of your advertising campaigns:
This is an excellent solution offered by companies that provide telephony and virtual PBX services. It is a metric that allows you know the impact that a campaign based on converting leads into customers through telephone calls has had.
Certainly, today companies focus more than ever on getting customers through social networks and their web pages. However, the telephone is still an effective communication channel to carry out this type of action. Consider that there are people who prefer to make a purchase or hire a service by phone rather than online.
In this way, you will be able to know what percentage of these calls they require in sales and they will not achieve it. Information of great value to define future marketing campaigns, and to be clear about what type of strategy to invest more or less.
How do you benefit?
It should be noted that call tracking has a number of positive aspects that can be beneficial for your business:
- It allows you to have complete control over all your marketing campaigns.
- You can know the origin of the call and have information that allows you to learn more about the user. this Increases the chances of it ending up for sale. Just make sure you perform excellent care.
- Save money on advertising or actions that do not work. Through the number of calls received you can know the impact your ad is having and act accordingly. Likewise, it will allow you to know what actions to carry out in the next campaigns.
- With a call tracking tool you can know through which ad the user is calling.
- There is usually a call redirection for those who were not answered by the phone number they called. This is of great help, as it gives you the possibility of not losing the put option.
The ROI, or return on investment, is one of the most important metrics for the company, because it allows to measure the economic performance of an investment. In this way, it is possible to know how much money a specific campaign has generated.
This way you will be able to assess whether your campaigns have been profitable or, on the contrary, have generated losses, both in time and effort and money. This metric represents the economic result of the investments that have been made and can bring a positive or negative value.
You can calculate ROI in a simple way: the formula is the difference between the income and the investment, divided by the investment. The result that the water is the figure that indicates the return obtained for the investment made and only becomes a porch to do the analysis.
Advantages it provides
The importance of the return on investment is indisputable, it is one of the metrics that companies are most interested in, it is that it influences in addition to income. For this reason, it is always present in the analysis, and also because it has great benefits:
- It helps you convince directors, managers or investors about the viability of an investment or project.
- You can set real goals and objectives.
- Anger to be able to identify the time that investments need to generate returns.
- It is capable of offering the status of an investment in real time.
- If you compare the ROI of different actions you can adjust future investments.
Learn how to analyze call tracking and the ROI of your campaigns
With the concepts of call tracking and ROI clearer, as well as the benefits they offer, you can start working on the analysis of your advertising campaigns. For this, it is essential that you know some tips that will make your job easier:
1.- Track calls at the visitor level
One of the aspects that you must have present if you want to do a good study of call tracking and ROI, is call tracking at the visitor level. Users visiting the website will see a unique tracking number when they arrive at the website and it will follow them while they browse and when they return to the site.
When the visitor calls one of your tracking numbers, you’ll be able to attribute that call to the source, paid ad, and keyword that initially landed them on the website. In this way, it is possible to easily track that the keyword generates good leads.
2.- Keep track of campaign calls
It is also important that students have been given a follow-up of the communications made during a campaign. Note that this allows you track revenue from leads generated by channels that are more complex to measure. This applies in the case of social networks and trade fairs.
If you’re working with campaign call tracking, all you need to do is assign a tracking number to a specific online or offline source.
3.- Work with multichannel attribution
It’s clear that call tracking is capable of providing visibility into the keywords that visitors used to initially land on your site. However, the impact goes much further, it motivates multi-channel attribution, you can see allo the buyer’s journey.
For example, if a prospect first comes to your site after clicking on a paid Google ad, the next time you visit it you will do so by clicking on an organic search result on Google.
They may call you a couple of times before landing on your website in a direct, after several days the buyer calls your company to make a purchase. With call tracking you will be able to see every source that this buyer got to come to your site. This gives you the full reach and value of each marketing channel.
4.- Look at every detail of the call
Keep in mind that call tracking tools give you the opportunity to easily identify calls that were good without the need to re-listen to each recording. This type of automatic processes help you to facilitate the work and save time.
By automatically marking calls as good or bad leads, You can quickly see advertising campaigns that generate leads. With this information it will be much easier to analyze call tracking and ROI.
Study of your advertising campaigns
Now that you have knowledge about everything related to call tracking and ROI, from its concepts to how to analyze them to know the results of your campaigns, the next thing you should do is get down to work. Not only in creating your advertisements, but also in evaluating them.
Remember that the success of any marketing strategy focuses on the analysis of metrics. These figures are the only ones that will show you the reality of your campaigns, that is, if they are proving positive or if, on the contrary, you have to optimize them to obtain better results.
It is not enough to realize that there is an error, the idea is that you correct them so that your future campaigns can show the figures you want. But you already know that if your company works with phone calls, you must take a step beyond the return on investment.
Both call tracking and ROI are highly relevant to this type of strategy, so neither can be forgotten. One will give you reliable data about your calls and another will tell you if they are generating a positive return.
And if you need help from specialists, at Antevenio we offer you our Digital Marketing services, with which you will be able to contact your audience and analyze the results of each campaign.